Advertising Age: Google’s Plan To Take Over Holiday Shopping

“Any time you can increase the connective tissue and get consumers to spend more time with your brand — I don’t care if it’s a search engine — it’s a good thing,” said Kevin Ryan, CEO of Motivity Marketing.

Mr. Ryan also pointed out that the world of shopping can be fragmented, with a variety of apps and tools available. By consolidating all of the tools a shopper might want to use in one place, Google is cultivating loyalty and, ultimately, increasing activity into its paid product listing ads. That’s significant given the company completed the transition to a new Google Shopping product, which requires retailers to pay for inclusion.